Civic Intelligence

Winona Convention and Visitors

EIN 52-2441108 • 501(c)6 • Winona, MN

Profile

Promote Tourism in Winona, MN

PO Box 870Winona, MN 55987-0870

visitwinona.com

Siviq Scores

Precomputed percentiles relative to similar nonprofits. These scores are descriptive rather than judgmental.

Liabilities / Assets

75th percentile

0.25x

Higher debt load relative to assets than 75% of similar nonprofits.

501(c)6 • $500k-$1M nonprofits • Source year 2024

Liabilities / Revenue

82nd percentile

0.33x

Higher debt load relative to revenue than 82% of similar nonprofits.

501(c)6 • $500k-$1M nonprofits • Source year 2024

Net Margin

28th percentile

-4.1%

Higher net margin than 28% of similar nonprofits.

501(c)6 • $500k-$1M nonprofits • Source year 2024

Top Officer Pay

Score unavailable

No value available

No filing with officer rows is available for this organization yet.

Asset Growth

72nd percentile

13%

Faster asset growth than 72% of similar nonprofits.

501(c)6 • $500k-$1M nonprofits • Annualized from 2023 to 2024

Revenue Growth

29th percentile

-1.7%

Faster revenue growth than 29% of similar nonprofits.

501(c)6 • $500k-$1M nonprofits • Annualized from 2023 to 2024

Balance Sheet
Liabilities / Assets75th percentile

Assets

Up

$850,882

Up $96,941 (+13%) from 2023

Liabilities

Up

$214,997

Up $123,808 (+136%) from 2023

Net Assets

Down

$635,885

Down $26,867 (-4.1%) from 2023

Operations
Liabilities / Revenue82nd percentileNet Margin28th percentile

Revenue

Down

$648,554

Down $11,365 (-1.7%) from 2023

Expenses

Down

$675,421

Down $25,606 (-3.7%) from 2023

Net Income

Up

-$26,867

Up $14,241 (+35%) from 2023

Trend Graphs

Balance Sheet Trend

Asset Growth72nd percentile

Grouped bars show assets, liabilities, and net assets across loaded filings.

$1.0M$500K$0Assets 2010: $217,691Liabilities 2010: $10,5182010Assets 2011: $273,032Liabilities 2011: $17,817Net Assets 2011: $255,2152011Assets 2012: $345,500Liabilities 2012: $30,240Net Assets 2012: $315,2602012Assets 2013: $344,638Liabilities 2013: $65,946Net Assets 2013: $278,6922013Assets 2014: $410,942Liabilities 2014: $68,477Net Assets 2014: $342,4652014Assets 2015: $487,616Liabilities 2015: $53,539Net Assets 2015: $434,0772015Assets 2016: $522,225Liabilities 2016: $63,539Net Assets 2016: $458,6862016Assets 2017: $536,123Liabilities 2017: $57,661Net Assets 2017: $478,4622017Assets 2018: $484,496Liabilities 2018: $62,645Net Assets 2018: $421,8512018Assets 2019: $462,939Liabilities 2019: $60,588Net Assets 2019: $402,3512019Assets 2020: $502,321Liabilities 2020: $37,612Net Assets 2020: $464,7092020Assets 2021: $632,163Liabilities 2021: $62,308Net Assets 2021: $569,8552021Assets 2022: $815,979Liabilities 2022: $112,119Net Assets 2022: $703,8602022Assets 2023: $753,941Liabilities 2023: $91,189Net Assets 2023: $662,7522023Assets 2024: $850,882Liabilities 2024: $214,997Net Assets 2024: $635,8852024

Highlighted filing

2024

Assets$850,882
Liabilities$214,997
Net Assets$635,885
Open 2024 Filing

Operations Trend

Revenue Growth29th percentile

Revenue, expenses, and net income by year, with the latest filing highlighted.

$800K$600K$400K$200K$0-$200KRevenue 2010: $309,495Expenses 2010: $332,125Net Income 2010: -$22,6302010Revenue 2011: $360,436Expenses 2011: $312,394Net Income 2011: $48,0422011Revenue 2012: $411,782Expenses 2012: $355,430Net Income 2012: $56,3522012Revenue 2013: $412,757Expenses 2013: $449,325Net Income 2013: -$36,5682013Revenue 2014: $449,098Expenses 2014: $385,325Net Income 2014: $63,7732014Revenue 2015: $463,456Expenses 2015: $371,844Net Income 2015: $91,6122015Revenue 2016: $442,081Expenses 2016: $417,472Net Income 2016: $24,6092016Revenue 2017: $485,080Expenses 2017: $465,304Net Income 2017: $19,7762017Revenue 2018: $536,104Expenses 2018: $592,715Net Income 2018: -$56,6112018Revenue 2019: $530,070Expenses 2019: $549,570Net Income 2019: -$19,5002019Revenue 2020: $323,930Expenses 2020: $261,572Net Income 2020: $62,3582020Revenue 2021: $555,351Expenses 2021: $450,205Net Income 2021: $105,1462021Revenue 2022: $608,201Expenses 2022: $537,114Net Income 2022: $71,0872022Revenue 2023: $659,919Expenses 2023: $701,027Net Income 2023: -$41,1082023Revenue 2024: $648,554Expenses 2024: $675,421Net Income 2024: -$26,8672024

Highlighted filing

2024

Revenue$648,554
Expenses$675,421
Net Income-$26,867
Open 2024 Filing

Filings

Most recent year

2024 • Form 990Detailed filing. Detailed filing data is available for this year.

Open filing
Assets
$850,882
Liabilities
$214,997
Net assets
$635,885
Revenue
$648,554
Expenses
$675,421
Net income
-$26,867
Balance SheetOperations
YearAssetsLiabilitiesNet AssetsRevenueExpensesNet Income
2024Detailed filing. Detailed filing data is available for this year.$8.51$2.15$6.36$6.49$6.75$0.27
2023Detailed filing. Detailed filing data is available for this year.$7.54$0.91$6.63$6.60$7.01$0.41
2022Detailed filing. Detailed filing data is available for this year.$8.16$1.12$7.04$6.08$5.37$0.71
2021Detailed filing. Detailed filing data is available for this year.$6.32$0.62$5.70$5.55$4.50$1.05
2020Detailed filing. Detailed filing data is available for this year.$5.02$0.38$4.65$3.24$2.62$0.62
2019Detailed filing. Detailed filing data is available for this year.$4.63$0.61$4.02$5.30$5.50$0.20
2018Detailed filing. Detailed filing data is available for this year.$4.84$0.63$4.22$5.36$5.93$0.57
2017Detailed filing. Detailed filing data is available for this year.$5.36$0.58$4.78$4.85$4.65$0.20
2016Detailed filing. Detailed filing data is available for this year.$5.22$0.64$4.59$4.42$4.17$0.25
2015Detailed filing. Detailed filing data is available for this year.$4.88$0.54$4.34$4.63$3.72$0.92
2014Detailed filing. Detailed filing data is available for this year.$4.11$0.68$3.42$4.49$3.85$0.64
2013Detailed filing. Detailed filing data is available for this year.$3.45$0.66$2.79$4.13$4.49$0.37
2012Summary only. Only limited summary data is available for this year.$3.46$0.30$3.15$4.12$3.55$0.56
2011Summary only. Only limited summary data is available for this year.$2.73$0.18$2.55$3.60$3.12$0.48
2010Summary only. Only limited summary data is available for this year.$2.18$0.11$3.09$3.32$0.23
Latest Filing Detail
Jump To
Filing Snapshot
Filing Period
Jan 1, 2024 to Dec 31, 2024
Signed
Oct 30, 2025
Return Version
2024v5.2
Gross Receipts
$648,554
Mission and Program Overview

Mission

Promote Tourism in Winona MN

Promote Tourism in Winona, MN

Balance Sheet Detail
LineBeginningEndChange
Assets
Cash and Non-Interest-Bearing Accounts$485,041$410,187▼ $74,854
Savings and Temporary Cash Investments$132,507$147,388▲ $14,881
Accounts Receivable$109,097$108,109▼ $988
Inventories for Sale or Use-$18,867-
Prepaid Expenses and Deferred Charges$24,610$9,260▼ $15,350
Land, Buildings, and Equipment, Net$1,732$1,070▼ $662
Total Assets$753,941$850,882▲ $96,941
Other Assets Total$954$156,001▲ $155,047
Liabilities
Other Liabilities-$153,940-
Deferred Revenue$51,000$49,200▼ $1,800
Accounts Payable and Accrued Expenses$40,189$11,857▼ $28,332
Total Liabilities$91,189$214,997▲ $123,808
Net Assets / Fund Balance
Net Assets Without Donor Restrictions$662,752$635,885▼ $26,867
Total Net Assets Fund Balance$662,752$635,885▼ $26,867
Total Liabilities and Net Assets / Fund Balance$753,941$850,882▲ $96,941

Asset Categories

AssetBook ValueDepreciationBasis
Equipment$1,070$23,434$24,504
Other Assets Org$153,615--
Compensation and Service Providers
Top Officer PayScore unavailable

Employees

NameTitleFull / Part TimeBaseOtherTotal
Pat MutterPast Executive DirectorFT$73,905$16,537$90,442
Kate CarlsonExecutive DirectorFT$56,445$7,598$64,043

Board Members and Trustees

NameTitle
John CasperChair
Jim VrchotaVice Chair
Adam PetersonDirector
Brian KugelDirector
Chris MeyerDirector
Danny RiversDirector
George MicaloneDirector
Julie HeukeshovenDirector
Luke MerchlewitzDirector
Marcia RatliffDirector
Mark PetersonDirector
Natalie SideriusDirector
Deb MalayTreasurer
Revenue and Support

Revenue Composition

Contributions and Grants
$93,650
Program Service Revenue
$538,527
Investment Income
$16,377
Other Revenue
$0
Change in Net Assets
$-26,867

Audited Revenue Reconciliation

Revenue per Audited Statements
$648,554
Total Revenue per Audited Statements
$648,554
Total Revenue per Form 990
$648,554
Expenses and Functional Allocation

Major Expense Lines

Line ItemAmount
Other Expenses$448,526
Salaries, Compensation, and Employee Benefits$226,895
Grants and Similar Amounts Paid$0
Professional Fundraising Fees$0
Total Fundraising Expense$0

Functional Expense Allocation

Line ItemProgramManagementFundraisingTotal
Advertising$295,431--$295,431
Other Salaries and Wages$81,259$17,528-$98,787
Current Officers, Directors, Trustees, and Key Employees$65,179$21,722-$86,901
Information Technology$26,350$1,727-$28,077
Conferences and Meetings$20,403--$20,403
Other Employee Benefits$14,796$4,932-$19,728
Fees for Services Other$12,481$4,830-$17,311
Payroll Taxes$12,738$4,246-$16,984
Fees for Services Accounting-$15,450-$15,450
Office Expenses-$12,457-$12,457
Occupancy-$10,526-$10,526
Insurance$2,143$2,777-$4,920
Pension Plan Contributions$3,371$1,124-$4,495
Other Expenses$37,872$2,988-$2,988
Depreciation Depletion-$662-$662
Fees for Services Legal-$575-$575
Total Functional Expenses$572,023$103,398$0$675,421

Audited Expense Reconciliation

Line ItemAmount
Expenses per Audited Statements$675,421
Total Expenses per Audited Statements$675,421
Total Expenses per Form 990$675,421
Fundraising, Events, and Gaming
Fundraising activities
No
Gaming activities
No
Professional fundraiser used
No

Fundraising and Gaming Totals

Line ItemAmount
Professional Fundraising Fees$0
Political and Lobbying Activity
Political campaign activity
No
In-house lobbying only
Yes
Subject to proxy tax
Yes
Debt and Bond Financing

Other Reported Liabilities

LiabilityAmount
Long Term Lease Liability$135,347
Lease Liability current$18,593
Governance and Compliance

Governance Checklist

Compiled or reviewed by an accountant
No
Annual disclosure for covered persons
Yes
Audit committee
Yes
Backup withholding compliance
Yes
Business relationship with 35% controlled entity
No
Business relationship with family members
No
Business relationship with organization members
No
Material changes to governing documents
No
Compensation from other sources disclosed
No
CEO compensation reviewed
Yes
Other officer compensation reviewed
Yes
Conflict-of-interest policy
Yes
Audited financial statements prepared
No
Key decisions subject to board approval
No
Management duties delegated
No

Governance Explanations

Form 990 governing body review Part VI line 11

“Form 990 is provided to executive board members and staff for review before filing.”

Conflict of interest policy compliance Part VI line 12C

“Each board member completes and signs a conflict of interest form. The policy is reviewed annually in January and updated when necessary. Board members abstain from voting on any matter where a conflict exists.”

CEO executive director top management comp Part VI line 15A

“Key employee compensation is reviewed by the executive director and the board of directors. Comparable data is used to determine compensation for the upcoming year.”

Other officer or key employee compensation Part VI line 15B

“Final compensation is approved through the budget process.”

Governing documents etc available to public Part VI line 19

“Upon written request an individual can come to the office and inspect the governing documents, conflict of interest policy and financial statements.”

Filing and Contact Details

Filer

Filer Name
Winona Convention and Visitors
EIN
52-2441108
In Care Of
% Kate Carlson
Phone
5074520735
Address
PO Box 870, Winona, MN 55987-0870
Doing Business As
Bureau

Signing Officer

Name
Kate Carlson
Title
Executive Director
Phone
5074520735
Signed
2025-10-30
Discuss with paid preparer
Yes

Organization Details

Principal Officer
Kate Carlson
Formed
2004
Legal Domicile
Mn
Voting Board Members
13
Independent Board Members
13
Employees
7
Volunteers
50

Preparer

Firm
Engelson & Associates Ltd
Address
3317 Mormon Coulee Road, La Crosse, WI 54601
Preparer
William J Sherry CPA
Phone
6087882181
Supplemental Narrative

Additional Explanations

Part III response or note to any other line in Part III

“Partnerships and Grants - Partner with area organizations to assist with marketing efforts. Total Expenses of $42,450. Revenue total of $78,650.”

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IRS990/Form990PartVIISectionAGrp/TitleTxt0Past Executive Director
IRS990/Form990PartVIISectionAGrp/TitleTxt1Executive Director
IRS990/Form990PartVIISectionAGrp/TitleTxt2Director
IRS990/Form990PartVIISectionAGrp/TitleTxt3Chair
IRS990/Form990PartVIISectionAGrp/TitleTxt4Director
IRS990/Form990PartVIISectionAGrp/TitleTxt5Vice Chair
IRS990/Form990PartVIISectionAGrp/TitleTxt6Treasurer
IRS990/Form990PartVIISectionAGrp/TitleTxt7Director
IRS990/Form990PartVIISectionAGrp/TitleTxt8Director
IRS990/Form990PartVIISectionAGrp/TitleTxt9Director
IRS990/Form990PartVIISectionAGrp/TitleTxt10Director
IRS990/Form990PartVIISectionAGrp/TitleTxt11Director
IRS990/Form990PartVIISectionAGrp/TitleTxt12Director
IRS990/Form990PartVIISectionAGrp/TitleTxt13Director
IRS990/Form990PartVIISectionAGrp/TitleTxt14Director
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IRS990/GamingActivitiesInd0false
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IRS990/InformationTechnologyGrp/ProgramServicesAmt026350
IRS990/InformationTechnologyGrp/TotalAmt028077
IRS990/InsuranceGrp/ManagementAndGeneralAmt02777
IRS990/InsuranceGrp/ProgramServicesAmt02143
IRS990/InsuranceGrp/TotalAmt04920
IRS990/InventoriesForSaleOrUseGrp/EOYAmt018867
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IRS990/MethodOfAccountingAccrualInd0X
IRS990/MinutesOfCommitteesInd0true
IRS990/MinutesOfGoverningBodyInd0true
IRS990/MissionDesc0Promote Tourism in Winona, MN
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IRS990/MoreThan5000KToOrgInd0false
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IRS990/NetAssetsOrFundBalancesEOYAmt0635885
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IRS990/OccupancyGrp/TotalAmt010526
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IRS990/OfficeExpensesGrp/TotalAmt012457
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IRS990/OperateHospitalInd0false
IRS990/Organization501cInd0X
IRS990/OrganizationFollowsFASB117Ind0X
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IRS990/OtherAssetsTotalGrp/EOYAmt0156001
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IRS990/OtherEmployeeBenefitsGrp/ProgramServicesAmt014796
IRS990/OtherEmployeeBenefitsGrp/TotalAmt019728
IRS990/OtherExpensesGrp/Desc0Visitors Center
IRS990/OtherExpensesGrp/Desc1Professional Assocation
IRS990/OtherExpensesGrp/Desc2Telephone
IRS990/OtherExpensesGrp/ManagementAndGeneralAmt01854
IRS990/OtherExpensesGrp/ManagementAndGeneralAmt12988
IRS990/OtherExpensesGrp/ProgramServicesAmt037872
IRS990/OtherExpensesGrp/TotalAmt037872
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IRS990/OtherExpensesGrp/TotalAmt22988
IRS990/OtherLiabilitiesGrp/EOYAmt0153940
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IRS990/PayrollTaxesGrp/ProgramServicesAmt012738
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IRS990/PensionPlanContributionsGrp/ProgramServicesAmt03371
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IRS990/PrepaidExpensesDefrdChargesGrp/BOYAmt024610
IRS990/PrepaidExpensesDefrdChargesGrp/EOYAmt09260
IRS990/PrincipalOfficerNm0Kate Carlson
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IRS990/ProgramServiceRevenueGrp/BusinessCd0541800
IRS990/ProgramServiceRevenueGrp/BusinessCd1541800
IRS990/ProgramServiceRevenueGrp/Desc0Information Center
IRS990/ProgramServiceRevenueGrp/Desc1Lodging Tax
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IRS990/ProgramServiceRevenueGrp/RelatedOrExemptFuncIncomeAmt1470086
IRS990/ProgramServiceRevenueGrp/TotalRevenueColumnAmt068295
IRS990/ProgramServiceRevenueGrp/TotalRevenueColumnAmt1470086
IRS990/ProgSrvcAccomActy2Grp/Desc0Operate visitor center in Winona, MN with trained staff that offers visitors information, travel tips and souvenirs.
IRS990/ProgSrvcAccomActy2Grp/ExpenseAmt0121797
IRS990/ProgSrvcAccomActy2Grp/RevenueAmt068295
IRS990/ProgSrvcAccomActy3Grp/Desc0Partnership with local businesses to advance their advertising efforts.
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IRS990/ProgSrvcAccomActy3Grp/RevenueAmt078650
IRS990/ProgSrvcAccomActyOtherGrp/Desc0Host community events to increase tourism in Winona, MN.
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IRS990/ReportLandBuildingEquipmentInd0true
IRS990/ReportOtherAssetsInd0true
IRS990/ReportOtherLiabilitiesInd0true
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IRS990ScheduleC/OnlyInHouseLobbyingInd0true
IRS990ScheduleC/SubstantiallyAllDuesNondedInd0false
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IRS990ScheduleD/EquipmentGrp/DepreciationAmt023434
IRS990ScheduleD/EquipmentGrp/OtherCostOrOtherBasisAmt024504
IRS990ScheduleD/ExpensesSubtotalAmt0675421
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IRS990ScheduleD/OtherAssetsOrgGrp/BookValueAmt1153615
IRS990ScheduleD/OtherAssetsOrgGrp/Desc0Interest receivable
IRS990ScheduleD/OtherAssetsOrgGrp/Desc1ROU Asset net
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IRS990ScheduleD/OtherLiabilitiesOrgGrp/Amt1135347
IRS990ScheduleD/OtherLiabilitiesOrgGrp/Desc0Lease Liability current
IRS990ScheduleD/OtherLiabilitiesOrgGrp/Desc1Long Term Lease Liability
IRS990ScheduleD/RevenueSubtotalAmt0648554
IRS990ScheduleD/TotalBookValueLandBuildingsAmt01070
IRS990ScheduleD/TotalBookValueOtherAssetsAmt0156001
IRS990ScheduleD/TotalExpensesPerForm990Amt0675421
IRS990ScheduleD/TotalLiabilityAmt0153940
IRS990ScheduleD/TotalRevenuePerForm990Amt0648554
IRS990ScheduleD/TotalRevEtcAuditedFinclStmtAmt0648554
IRS990ScheduleD/TotExpnsEtcAuditedFinclStmtAmt0675421
IRS990/ScheduleJRequiredInd0false
IRS990/ScheduleORequiredInd0true
IRS990ScheduleO/SupplementalInformationDetail/ExplanationTxt0Form 990 is provided to executive board members and staff for review before filing.
IRS990ScheduleO/SupplementalInformationDetail/ExplanationTxt1Each board member completes and signs a conflict of interest form. The policy is reviewed annually in January and updated when necessary. Board members abstain from voting on any matter where a conflict exists.
IRS990ScheduleO/SupplementalInformationDetail/ExplanationTxt2Key employee compensation is reviewed by the executive director and the board of directors. Comparable data is used to determine compensation for the upcoming year.
IRS990ScheduleO/SupplementalInformationDetail/ExplanationTxt3Final compensation is approved through the budget process.
IRS990ScheduleO/SupplementalInformationDetail/ExplanationTxt4Upon written request an individual can come to the office and inspect the governing documents, conflict of interest policy and financial statements.
IRS990ScheduleO/SupplementalInformationDetail/ExplanationTxt5Partnerships and Grants - Partner with area organizations to assist with marketing efforts. Total Expenses of $42,450. Revenue total of $78,650.
IRS990ScheduleO/SupplementalInformationDetail/FormAndLineReferenceDesc0Form 990 governing body review Part VI line 11
IRS990ScheduleO/SupplementalInformationDetail/FormAndLineReferenceDesc1Conflict of interest policy compliance Part VI line 12c
IRS990ScheduleO/SupplementalInformationDetail/FormAndLineReferenceDesc2CEO executive director top management comp Part VI line 15a
IRS990ScheduleO/SupplementalInformationDetail/FormAndLineReferenceDesc3Other officer or key employee compensation Part VI line 15b
IRS990ScheduleO/SupplementalInformationDetail/FormAndLineReferenceDesc4Governing documents etc available to public Part VI line 19
IRS990ScheduleO/SupplementalInformationDetail/FormAndLineReferenceDesc5Part III response or note to any other line in Part III
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IRS990/SubjectToProxyTaxInd0true
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IRS990/TaxablePartyNotificationInd0false
IRS990/TaxExemptBondsInd0false
IRS990/TerminateOperationsInd0false
IRS990/TotalAssetsBOYAmt0753941
IRS990/TotalAssetsEOYAmt0850882
IRS990/TotalAssetsGrp/BOYAmt0753941
IRS990/TotalAssetsGrp/EOYAmt0850882
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IRS990/TotalFunctionalExpensesGrp/ProgramServicesAmt0572023
IRS990/TotalFunctionalExpensesGrp/TotalAmt0675421
IRS990/TotalGrossUBIAmt00
IRS990/TotalLiabilitiesBOYAmt091189
IRS990/TotalLiabilitiesEOYAmt0214997
IRS990/TotalLiabilitiesGrp/BOYAmt091189
IRS990/TotalLiabilitiesGrp/EOYAmt0214997

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